New York-based Chicory has released findings from its 2023 Online Grocery Shopping Report.
The annual report, which features results from a survey of more than 1,000 U.S. consumers, analyzes the key characteristics and behaviors of grocery shoppers. Insights include online order frequency, average basket value, retailer preferences, cart composition and shopping challenges.
“While online grocery adoption has slowed in recent years, activity is rising. Consumers are more comfortable than ever browsing for deals online, meal planning using digital recipes and purchasing their full shopping lists in just a few clicks,” said Yuni Sameshima, Chicory CEO and co-founder.
“CPG and grocery retailers can capitalize on this trend by investing in e-commerce solutions that meet consumers where they are and in the moments that matter.”
Key findings from the report include:
- Grocery activity remains strong – more than half (56 percent) of qualified respondents said they order groceries online more frequently now than one year ago.
- Online grocery shoppers are extremely valuable – those who spend the most on online grocery orders (more than $201), place orders the most frequently.
- Convenience remains the number one driver of grocery shopping – approximately 74 percent of respondents selected convenience as a top driver of their decision to order groceries online. Price is the second most important factor.
- Walmart wins with consumers – out of a pool of 20 retailers, Walmart received the most votes from respondents as their preferred retailer for online grocery shopping.
- Recipe content drives online grocery shopping activity – food blogs and recipe sites, alongside social media platforms, are the top sources of meal inspiration. Consumers are also comfortable purchasing from these channels as approximately 51 percent are likely or very likely to purchase from food content.
The report is the fourth installment of Chicory’s grocery shopping research. The full report can be downloaded here.
